Brands engage with influential media and bloggers at Felicity’s first [Wo]man Cave


If you’re a marketer whose brand targets women in today’s fragmented media landscape, you are faced by a conundrum: while social media makes it easier to reach your audiences, it’s getting tougher to engage and influence them. In fact, according to a recent study, only 19% of the Canadian women surveyed felt they had had a meaningful interaction with a brand on social media.

In an increasingly ‘virtual’ world of interactions, it’s more important than ever for brands to find new ways of building personal relationships with journalists, bloggers, and other social influencers. That’s why, on Tuesday June 16, Felicity presented Canada’s first [Wo]man Cave, a brand experience lounge for media and bloggers. The event was received with great enthusiasm by more than 50 esteemed bloggers, journalists, editors, and TV and radio personalities who descended upon the newly re-opened Templar Hotel in downtown Toronto. The [Wo]Man Cave provided them with a one-stop-shop to get story ideas, conduct interviews with spokespeople and experts, and experience product interactions, while enjoying some pampering.

Participating brands were thrilled by the opportunity to connect with influencers and media, sharing their brand stories with those whose opinions influence purchase decisions across the country.

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General Mills was one company that hosted a Zone at the [Wo]Man Cave. Media and blogger guests indulged in all things pleasurable at their “Guilty Pleasures Zone,” including celebrity/gossip magazines, Sex and the City reruns, and Fibre 1 Delights parfaits…without the guilt!

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Plan Canada was on site with an interactive Because I am a Girl Pink LemonAid stand to engage bloggers in their Pink LemonAid grassroots fundraising program in support of the empowerment and protection of girls worldwide, aimed at teaching kids about gratitude and giving back. Over cold glasses of pink lemonade, bloggers were asked to commit to hosting their own LemonAid stand this summer, while also considering what a #BrighterFuture would look like for girls across the globe. A mother-daughter fundraising team served up the lemonade and spoke with media about their experiences, while a Plan Canada gender equality advisor shed light on this important issue.


Toronto’s luxurious Elmwood Spa contributed to the indulgence with Signature Massages that left everyone feeling completely zen. Other fun features included the Taste Toronto Zone, where guests sampled offerings from some of Toronto’s top juiceries and cookie bakeries. The EntreprenHer Zone showcased some of the city’s finest female-led, female-targeted businesses offering solutions to make the lives of busy women easier.



Media feedback was overwhelmingly positive and social media was abuzz with all things #womancave.

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Just because the event is over doesn’t mean our work is done! Our team of seasoned media relations pros is in the thick of pro-active outreach to make sure our journalist and blogger guests have all they need to bring their stories to life.

If you’d like to learn more about the [Wo]Man Cave, or to explore other opportunities to develop authentic and engaging relationships between your brand and media and bloggers please get in touch at 416-722-5999 or [email protected]

Posted on: June 18th, 2015 by

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